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Message Annual Planning & Strategy Playbook

Annual Planning & Strategy The Annual Planning & Strategy playbook is a crucial resource for tourism businesses in theEmbrace a Giant Spirit Experience Portfolio. By aligning objectives with strategic initiatives,companies can ensure cohesive and targeted efforts. The playbook highlights the importance oftracking progress via Objectives and Key Results (OKRs) as benchmarks for success and identifyingimprovement areas. This systematic approach not only demonstrates business value tostakeholders but also establishes a foundation for sustainable, long-term success by refiningstrategies based on measurable outcomes. The Power of a Vision Board Objectives and Key Results Strategy ExecutionMonitoring and Reporting Software and SystemsPeople and ProcessesCollective Purpose

Exists to BySo thatThink of theexists to asyour glue i.e.it’s what youdoThe by is yourmarkeddifferentiatorsi.e. what you willbe known forThe so that isyour impactinternally andexternally i.e.your why. ExampleOur business exists to execute the company strategy and build our brand andreputation as an action-oriented consultancy that gives clients with a compelling‘WHY’ their ‘HOW’ to achieve long-term commercial success as a high-performingunit. By Obsessive prioritisation – We’ll work hard and smart on the right things Radical Candour – We will always have each other’s back End-to-end - We will do what we say we will Back ourselves - We will place a big bet on a software platform So that we drive positive action and inspire those around us to do the same on aglobal scale through the successful integration of an innovative digital solution. Your Collective PurposeCollective Purpose

Example Areas of Vision Board FocusThe Power of a Vision BoardA vision board is a powerful tool that aligns commercial targets with a holistic business strategyby visually reinforcing goals, fostering creativity, motivating teams, and ensuring strategic focuswhile considering both business growth and employee engagement. Results & Impact Projects & Clients The World Around Us Quantifiable metrics ofsuccess e.g. turnoverand profit targets Business milestones andachievements Customer testimonialsand satisfaction ratingRevenue, growth, andinnovation benchmarks Key current andupcoming projects High-value clients andpartnerships Business goals relatedto client growth andretention Inspirational casestudies or clientreferralsCorporate socialresponsibility (CSR)initiatives Sustainability andenvironmental goals Competitor analysis andinspiration fromindustry trends Personal & TeamDevelopment Health & Wellbeing Fun Things Professional growthgoals for individuals andteams Training, workshops,and skill-buildingopportunities Leadershipdevelopment initiatives Employee successstories and careerprogression Workplace wellnessprograms and initiatives Mental health andstress managementresources Work-life balance tipsand flexible workingarrangements Encouragement forhealthy habits andfitness challenges Team-building activitiesand social events Celebrations forachievements andmilestones Workplace culturehighlights andengagement activities

Results & Impact Projects & Clients The World Around Us Personal & Team Development Health & Wellbeing Fun Things Your Vision Board

ObjectiveInspire and challenge yourself, your team or suppliers with a clear, ambitious goal. Key Result 1Measurable metric showing progress towards the objective.Key Result 2Another measurable metric. Key Result 3A further measurable metric.Key Result 4A final measurable metric. How OKRs Support Annual Planning & Strategy Objectives & Key ResultsOKR stands for Objectives and Key Results. It’s a goal-setting framework to set ambitious goalsand measure progress effectively. What is an OKR?Objective: A clear, inspiring goal that defines what you want to achieve.Key Results: Measurable outcomes that indicate progress toward the objective. ProvidingClarity FocusingEffortsEncouragingAccountabilityDrivingAmbitionEnablingAdaptabilityThey define whatsuccess looks like forthe year.They ensure that time andresources go toward impactfulgoals.Progress is tracked regularly,helping teams stay on course. OKRs encouragestretching beyondcomfort zones. They allow for flexibility andadjustments as needed.OKR Formula

If the strategic vision were to successfully launch ‘Giant Spirit Luxury Retreats’ and establish apath to £5M in revenue in three years, an example annual summary of the Year 1 OKRs may be asfollows:Example - Giant Spirit Luxury RetreatsTotalRevenueTarget£500KCustomerGrowth10K+ leads,50+testimonialsBrandVisibility Feature in5+ majormediaoutlets Retention 20%+repeatcustomerrateObjectiveBuild a strong brand identity and generate early interest. Key Result 1Complete brand identity, website, and messaging by end of Q1. Key Result 2Secure 5K+ email signups through pre-launch marketing. Key Result 3Build social media presence to 10K+ followers across platforms. Key Result 4Develop partnerships with 5+ influencers or wellness brands. Q1 April – June: Branding and Pre-Launch Foundations ObjectiveDrive awareness and build a strong sales pipeline before launch.Key Result 1Secure 10K+ email signups (doubling Q1 results). Key Result 2Get featured in at least 5 major media outlets. Key Result 3Develop and launch a high-converting sales funnel for retreat bookings. Key Result 4 Generate at least 500 qualified leads for retreat packages.Q2 July – September: Marketing and Lead Generation Acceleration

ObjectiveSuccessfully launch retreats and generate the first £500K in revenue.Key Result 1Host first 3 premium retreats with an 80%+ occupancy rate. Key Result 2Convert 20%+ of leads into paying customers.Key Result 3Achieve £250K+ in revenue from initial bookings. Key Result 4Gather at least 50 high-quality customer testimonials.Q3 October – December: Launch & Revenue GenerationObjectiveDrive awareness and build a strong sales pipeline before launch.Key Result 1Secure 10K+ email signups (doubling Q1 results). Key Result 2Get featured in at least 5 major media outlets. Key Result 3Develop and launch a high-converting sales funnel for retreat bookings. Key Result 4 Generate at least 500 qualified leads for retreat packages.Q4 January – March: Scaling & Customer RetentionWhat are your turnover levels and profit levels from the past three years oftrading and what are the trends? Do you have a single revenue stream or multiple? If multiple, what is the %breakdown? Of your top clients or customers, who generates the highest revenue and isthe most easy to deal with? (i.e. identify their industry, organisation size andany other relevant trends related to spend or seasonality)Where are your best leads coming from? (i.e. referrals - name andorganisation, tradeshows - Meet The Buyer, social media - Instagram)Key points to consider when developing your OKRs

Your OKRsObjectiveKey Result 1Key Result 2Key Result 3Key Result 4Q1 April - June

Your OKRsObjectiveKey Result 1Key Result 2Key Result 3Key Result 4Q2 July - September

Your OKRsObjectiveKey Result 1Key Result 2Key Result 3Key Result 4Q3 October - December

Your OKRsObjectiveKey Result 1Key Result 2Key Result 3Key Result 4Q4 January - March

Task Timeline ResourcesNeededWhat needs tohappen todeliver it? How long is itgoing to take andwhat’s thedeadline forcompletion? Human, financialand externalexpertise thatwill support. ExampleStrategy ExecutionStrategy execution is the process of turning a company’s strategic plans into actionable steps toachieve its goals. Effective execution bridges the gap between vision and results, driving businesssuccess. Companies that align their strategy with execution are 70% more likely to succeed.Harvard Business ReviewIn order to effectively execute your strategy for each objective you must identify: TaskTask DescriptionTimelineResponsible Team / PersonBudgetBrand IdentityDevelopmentFinalise logo, design, and messaging.Weeks 1-4Managing Director plusGraphic Design Agency£5,000WebsiteDevelopmentDevelop responsive, simple website withclear messaging.Weeks 1-8Web Development Agency£7,000ContentCreationFocus on essential content creation(minimalistic, high-impact visuals).Weeks 1-4Marketing Manager£5,000Social MediaStrategyOrganic content creation and audience-building strategies.Weeks 1-12Marketing Manager£5,000InfluencerPartnershipsPartner with 2-3 smaller, nicheinfluencers for brand awareness.Weeks 2-8Marketing Manager plusInfluencer Agency£8,000Giant Spirit Luxury Retreats Objective 1: Build a Strong Brand Identity and Generate Early Interest Budget: £25,000

Your Strategy Execution PlanQ1 Budget: Objective 1:TaskTask DescriptionTimelineResponsible Team / PersonBudget

Your Strategy Execution PlanObjective 2:TaskTask DescriptionTimelineResponsible Team / PersonBudget

Your Strategy Execution PlanObjective 3:TaskTask DescriptionTimelineResponsible Team / PersonBudget

Your Strategy Execution PlanObjective 4:TaskTask DescriptionTimelineResponsible Team / PersonBudget

Keeps You on Track – Regular check-ins ensure you are progressing towardyour goals. Identifies Gaps and Challenges – Helps spot issues early so you can adjuststrategies. Improves Decision-Making – Provides data-driven insights for better planning. Boosts Accountability – Ensures individuals and teams take ownership ofresults. Enhances Motivation – Seeing progress (or lack of it) keeps you engaged andfocused. Focuses on short-term actions, identifying immediate roadblocks,and maintaining momentum with quick adjustments. Monitoring and ReportingMonitoring is the process of tracking progress toward your goals over time. Reporting is the act of summarising and communicating that progress to stakeholders (yourself,your team, suppliers or funders). 76% of executives agree that data-driven decision-making improves business performance.GartnerHow Monitoring and Reporting Support Annual Planning & Strategy Weekly/bi-weekly, monthly, and quarterly tracking measurementsprovide different levels of oversight to ensure progress towardObjectives and Key Results (OKRs): Provides a broader view of progress, analysing trends,performance gaps, and recalibrating strategies if necessary.Evaluates overall success, measures final results against set OKRs,and informs strategic shifts for the next cycle. Weekly/Bi-WeeklyTrackingMonthly TrackingQuarterly Tracking

Giant Spirit Luxury Retreats ExampleObjective 1:Build a Strong Brand Identity and Generate Early Interest Key ResultMetrics to TrackMonitoringFrequencyTools for TrackingKR1: Brand identity,website, andmessagingcompletionWebsite launch date, design approvals, messagingconsistencyWeeklyProject management tools (e.g.Trello), team reports and meetingsKR2: 5,000+ emailsign-upsNumber of email sign-ups, Cost per Lead (CPL), LeadsourceWeeklyEmail marketing platforms (e.g.Mailchimp, HubSpot)KR3: 10,000+ socialmedia followersFollower growth, Engagement rate (likes, comments,shares), ReachWeeklySocial media management tools (e.g.Hootsuite, Meta Ads Manager)KR4: Partnershipswith 5+ influencersNumber of partnerships secured, campaign reach,influencer engagementBi-weeklyPR tools, social media analytics,Influencer Marketing specific tools(e.g. YouTube Brand Connect)

Your OKR Monitoring and ReportingObjective 1:Key ResultMetrics to TrackMonitoringFrequencyTools for Tracking

Your OKR Monitoring and ReportingObjective 2:Key ResultMetrics to TrackMonitoringFrequencyTools for Tracking

Your OKR Monitoring and ReportingObjective 3:Key ResultMetrics to TrackMonitoringFrequencyTools for Tracking

Your OKR Monitoring and ReportingObjective 4:Key ResultMetrics to TrackMonitoringFrequencyTools for Tracking

Software and SystemsIn a business environment, systems and software plus people and processes form the backboneof efficient operations. When they work together seamlessly, benefits include: Data-driven decision-making with human expertiseStreamlined operations with reduced bottlenecksIncreased productivity through automation and skilled workforce synergyScalability and adaptability for long-term growthExamplesExpected BenefitsCustomerRelationshipManagement(CRM)HubSpotZoho Salesforce EssentialsCentralised customerinformationImproved guest communicationsAutomated follow-ups and tasksIncreased booking conversionsMarketing MailchimpCanvaMeta Ads ManagerGoogle Ads / Google SearchConsoleTargeted, cost-effectivecampaignsBetter online visibilityIncreased customer engagementEasy content creationOperations Trello Google Workspace / Microsoft365SlackStreamlined booking andschedulingBetter task and teammanagementReduced errors and delaysImproved internalcommunicationFinance QuickBooks OnlineSageXeroReal-time financial trackingAutomated invoicing and payrollSimplified VAT managementHuman Resources BambooHRZoho PeopleEasier staff schedulingCentralised employee recordsSmoother onboardingSoftware and Systems

Make a list of the current and desired systems and software in your business that already enhance or couldenhance operational effectiveness and the action required to bridge the gaps: Existing Desired Action Required CRM Marketing Operations Finance Human Resources

People & ProcessesHaving a systemised and consistent approach to managing individuals and teams is essential forfostering accountability, alignment, and high-performance; especially during annual planning andstrategy development. Clear systems provide structure and clarity around roles, responsibilities,and expectations, which helps ensure that everyone is working towards shared objectives. Thisconsistency enables better tracking of progress, supports performance reviews, and facilitatesmore informed decision-making.PurposeExpected BenefitsJob DescriptionsDefine roles, responsibilities,and expectations for eachposition.Prevents role confusionSupports fair performancemanagementAligns individuals with businessgoalsEmployeeEngagement SurveysCollect feedback on staffsatisfaction, motivation, andworkplace culture.Identifies improvement areasEncourages staff voice andretentionEnhances morale andengagementPersonalityAssessment Tools e.g.MBTI, DISCProvide insight intopersonality types and teamdynamics.Improves communication andteamworkHelps assign roles moreeffectivelySupports conflict resolutionPersonal UserManualsDocuments individuals'working styles, preferences,and values.Builds understanding withinteamsReduces miscommunicationEncourages effectivecollaborationAgreed MeetingAgendasSets structure and objectivesfor meetings in advance.Keeps meetings focused andefficientEncourages preparation andparticipationAligns discussions with strategicgoalsPeople and Processes

What are your workplace triggersand pet peeves that throw you offcourse?What sparks joy and helps you fulfilyour full potential on a daily basis?How can your manager, peers anddirect reports get the best from you? Personal User Manual Each member of the team should complete their individual user manual and then discuss as a group.

What did you accomplish since the lastmeeting? What are you working on between now andthe next meeting? What deadlines/events do you have comingup?How are you driving the leadership agendaand living the company values? Outline any problems/blockers, how you'reworking to resolve them and any additionalsupport required.Weekly Team Meeting AgendaThis agenda encourages transparency, alignment, and accountability by allowing team members to shareprogress, address challenges, and adapt workflows, ensuring continuous momentum toward OKRs.